"Smokers start as children and continue as adults. Smoking is an epidemic that affects children and moving tobacco products into standardised, plain packaging is designed to protect them and is not about current smokers."

Every one of those statements above was a lie to a lesser or greater degree to mendaciously sway public opinion and to hoodwink politicians. Because, as we see from ASH's Amanda Sandford this week, there was only one real reason for plain packaging.

Why is the packaging changing?

Ms Sandford said: "This is to make smoking less appealing.

"There is evidence that from the changes that have already been made to packaging that it has made people quit smoking.

"And that is because people are faced with very harsh health images every time they pick up a pack of cigarettes."

Pretty unequivocal, I think you'll agree.

There are a few rules in life that will always serve you well. One of them is that if you hear or read anything from a tobacco controller, assume they're not telling you the truth.